ABOUT

The challenge
To elevate reach and establish an audience in the US. Our objective was to boost The INKEY List’s profile, generating a buzz among beauty editors and challenging the competition, going on to impact a secondary aim of spiking conversions and increasing sales.

Making it happen
Focused on thinking longer not bigger. IMA’s fully integrated team brought this 360-degree campaign to life. Our insight was that the existing #askINKEY service was a real asset, ultimately building a community for skincare knowledge, sowing brand goodwill and offering a unique, bespoke service along the way. Knowledge truly was its power.

We were to target a consumer that is curious but confused about skincare, an audience that current skincare marketing excludes. This gave us a point of difference and created a platform to build empowerment. We wanted to celebrate real people, real conversations and real knowledge shared.
Our first step was to engage the very people we wanted to attract, because in our post-influencer climate, audiences want to hear what a product can do from a real person who actually uses it rather than being told by a paid ambassador.

We filmed The INKEY List’s earliest and biggest superfans sharing their personal skincare journeys. Resulting in a suite of down-to earth, sensitive conversations about how The INKEY List empowers people to feel more comfortable in their skin.

We translated the film content across a range of over two hundred digital deliverables and a fully transactional website. We also mapped out a media plan and secured a competition-won TV spot and popular podcast partnerships. Next, seeding boxes were sent out to influencers in the US and UK so they could create their own personalised recipes and encourage their followers to do the same by asking INKEY.

Results
• 198,375 recipe builder views in just 2 weeks of going live
• 10 million impressions in just 2 weeks of going live
• Most formats outperforming vs plan by more than 30%
• 39% vs 25% YouTube view through rate vs benchmark
• 110+ pieces of influencer content delivered vs 40+ target